Case Study Texas Motor Speedway Fueling the Brand

Transcription

1 Case Study Texas Motor Speedway Fueling the Brand , Chris Graythen/Getty Images. Jimmie Johnson, driver of the #48 Lowe s Chevrolet, leads Kyle Busch, driver of the #18 Interstate Batteries Toyota, and Kevin Harvick, driver of the #29 Shell/Pennzoil Chevrolet, during the NASCAR Sprint Cup Series Samsung 500 at Texas Motor Speedway on April 6, 2008 in Fort Worth, Texas.

2 , Streeter Lecka/Getty Images. Danica Patrick driver of the #7 Andretti Green Racing Motorola Dallara Honda, walks from her car during practice for IRL IndyCar Series Bombardier Learjet 550 Practice on June 5, 2008 at the Texas Motor Speedway in Fort Worth, Texas. Texas Motor Speedway Texas Motor Speedway (TMS) is a key fixture on the US motorsports landscape, home to two NASCAR NEXTEL Cup races (the Samsung 500 & Dickies 500), two Busch Series races (the O Reilly 300 and O Reilly Challenge) and one Indy Racing League race (the Bombardier Learjet 550). TMS success is based upon a passion for motor racing, and on delivering an unrivalled experience to its fans, race teams, media and sponsors. The brief To maximize the effectiveness and visual impact of TMS PR, marketing and sponsor initiatives Address the two aspects of photography that are sorely lacking from a speedway perspective: archives and distribution To more efficiently service the needs of the media To accommodate and provide rapid access to TMS logos, press releases, historical image library and other brand content To deliver value to TMS sponsors via flexible licensing and supplementary publicity services To fuel the TMS brand

3 , Chris Graythen/Getty Images. A general view of the track during the NASCAR Sprint Cup Series Dickies 500 at Texas Motor Speedway on November 2, 2008 in Fort Worth, Texas. What we did After listening to TMS and understanding their business, their values and their requirements, Getty Images implemented a complementary range of service features to deliver the right solution: Account Management: A dedicated Getty Images account manager was assigned to develop a deep working knowledge of TMS and to provide a single point of contact for all aspects of the relationship. Imagery: Leveraging some the finest motorsports photography talent in the business, dynamic imagery was shot to capture and convey the power and the passion of motor racing and the TMS brand. Media Manager: All imagery was delivered digitally to TMS via Media Manager, Getty Images web-based, asset management platform. TMS was able to store and manage their entire library of images that dated to the facility s construction phase and encompass its entire 10-year history. A customised metadata model was implemented to ensure materials could be located and accessed quickly, using defined captions and keywords for both images as well as logos. image.net: Publicity content, including videos, press releases, photographs and other selected assets, was actively pushed to the widest possible community of media contacts via Getty Images leading publicity distribution engine.

4 , Jeff Gross/Getty Images. Tony Kanaan driver of the #11 Team 7-Eleven Andretti Green Racing Dallara Honda, leads a group of cars during the IRL IndyCar Series Bombardier Learjet 550k on June 7, 2008 at the Texas Motor Speedway in Fort Worth, Texas. The results TMS received an end-to-end solution that serviced all of their requirements: Evocative imagery was delivered to strengthen TMS visual brand equity and to ignite their marketing initiatives and brochures. A streamlined PR and marketing workflow based around Media Manager enabled TMS to receive, manage and distribute photography and other content faster than ever to all stakeholders, improving accessibility and service levels for sponsors and the press. This centralized resource ensured consistent use of branded and communications material. Media Manager was an invaluable tool for TMS in its need to find the key photographs and historical images for its 10-year anniversary book produced in The search engine saved countless hours of researching photo books, slides and DVDs to locate the right photos for the various sections of the book. image.net took the benefit a stage further by ensuring the maximum distribution of publicity materials to the media audience, also providing TMS with important tracking data on who accessed the content and when.

5 , Jonathan Ferrey/Getty Images. CEO of Speedway Motorsports Inc. Bruton Smith poses for a portrait in his condo overlooking the racetrack during practice for the NASCAR Nextel Cup Series Dickies 500 on November 4, 2005 at Texas Motor Speedway in Fort Worth, Texas. In addition to world-class images, the Getty Images partnership allows us to maximize the benefit of our track photography in the critical areas of speed to market, mass media distribution and electronic archiving. Mass media distribution via image.net was extremely beneficial, allowing us to move images and publicity material from Texas Motor Speedway to thousands of media outlets across the country, plus the local community. Added on top of this, digital archiving was especially important to us during our 10th anniversary season, enabling us to deliver imagery dating back to our construction days. Getty Images package addressed all of our needs and helped us to better achieve our goals Texas Motor Speedway President Eddie Gossage

6 , Ronald Martinez/Getty Images. Jeff Gordon, driver of the #24 Dupont/Nicorette Chevrolet, and Martin Truex Jr., driver of the #1 Bass Pro Shops/Tracker Boats Chevrolet, lead the field to start the NASCAR Sprint Cup Series Dickies 500 at Texas Motor Speedway on November 2, 2008 in Fort Worth, Texas. Why Getty Images? Getty Images is the leading provider of sport imagery and related services. We serve both the everyday editorial imagery needs of the world s media and the specialist commercial imagery needs of over 2,500 sport leagues, governing bodies and sponsors. Our clients benefit from the most extensive sport imagery collection available today, tailored assignments, and a range of value-added services that fully maximize the impact of their sport marketing initiatives. Australia +61 (0) Brazil France Germany Italy Japan Portugal Spain UK US 800 IMAGERY( )